We all know that millennials are tech-savvy, creative and know all too well how influential they are to brands. While most companies target this demographic and struggle to “make their brand bae,” not everyone succeeds . . . but these brands certainly have. From tech to food, here are the top brands chosen by millennials for 2016.
Recently named the world’s most valuable portfolio, Apple holds the coveted spot as millennials’ favorite brand, according to an annual survey of 1,500 millennials by Moosylvania. The tech giant has an almost cult-like following and wowed its supporters with the iPhone 7, new Apple Watch and a strategic partnership with Nintendo this past year. For young consumers, the brand captured imaginations by making them the focus of advertising via the “Shot on iPhone” campaign—featuring user-created videos and images across billboards, print ads and TV spots. Apple also created a World Gallery site with the content, accompanied by tips for shooting pictures and video. “Shot on iPhone” produced over 10,000 photos in 25 countries, acting as the “largest mobile photo gallery in history,” according to the company.
Rising the ranks of millennial favorites, Target came in number two on Moosylvania’s list compared to number ten on a separate study in 2015 by Goldman Sachs and Teen Vogue. While Moosylvania’s poll asked 1,500 millennials both male and female, the latter survey focused on the “It Girl”—1,200 millennial females who achieved a kind of celebrity status by living a socialite lifestyle. Target is reaching its young audience by being the first to utilize eCommerce ads on Snapchat. The ads, which appear on Cosmopolitan’s Discover channel, showcase Target products and encourage viewers to swipe up for more information or down to purchase the shown product.
Millennials agreed to “just do it” across multiple studies and genders, including Moosylvania (coming in at number three) and Goldman Sachs (number four). Traditional sports are a major draw for young consumers, and Nike has been especially busy this past year creating special content for them. From remaking one of its most iconic commercials in virtual reality to limited-edition FIFA 17 cleats, Nike is bringing its A-game to the millennial audience.
This tech giant has been at the forefront of social and virtual reality marketing in 2016 from its innovative, Don’t Breathe 360-degree experience to the PSVR. While promoting Ghostbusters, Sony utilized both cameras of phones (front and rear) for the first time with a sponsored Snapchat lens. Sony came in at number four in Moosylvania’s millennial brands poll and when it comes to gaming consoles, millennials prefer the PlayStation 4 according to a recent study by PayPal.
Coca-Cola has been a “refreshing” partner for video games in 2016, partnering with Riot Games for its League of Legends Championship Series since 2013 and is now looking at Overwatch as part of the company’s eSports outreach. Coca-Cola hosted viewing parties across the US and commissioned a “1ofONE” Coke ESports custom gaming PC for the 2016 League of Legends Championship and partnered with EA by offering a collectible Slurpee cup activation at 7-Eleven stores across the US, along with a FIFA 17 contest featuring over 10,000 prizes. Outside of gaming, the Diet Coke “It’s Mine” campaign featured millions of uniquely designed Diet Coke bottles—no two of the glass bottles were the same—partnering with E! host, Brad Goreski to give away $10,000 worth of fashion and a year’s supply of Diet Coke. While the “It’s Mine” campaign appealed to millennials’ love of self-expression, marketing to this health-conscious demographic has been a challenge. Despite these obstacles, Coke came in at number five on Moosylvania’s top 100 millennial brands list and continues to reach young consumers through its Millennial Voices program within the company.
Featured image source: Adobe